How the ITV talent show's audience has almost doubled since its launch, overtaking Strictly Come Dancing The X Factor – what a result! (for ITV and Simon Cowell) 2010 – Now Matt's What I Call Music Won by Matt Cardle, the results show averaged 17.2 million viewers, a 55% share , with a 15-minute peak of 18.753 million (and a five-minute peak of 19.4m). 2009 – Big Mac and Si(s) Joe McElderry's ...